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Killer Website - is your site killing you?
By Michael Smith
Poor site design could be running people off. Don't make these
common mistakes.
1. Impersonal
2. Too much information on a page
3. Not working toward a conclusion
4. Lack of contact information
5. Poor navigation pointers (page links)
6. Unnecessary clutter
7. No Ezine (newsletter)
1. Impersonal
Don't build your site to suit yourself. No one cares about what
appeals to you. What is important is that you deliver your message
to keep your visitors interested so they will want to stay. Your
opening page is your first impression. Make it a good one. The
old saying, "You never get a second chance to make a first
impression", means just what it says.
The first thing to realize is that you are not addressing the
world. There is only one person looking at your site. That visitor
is the only one looking through her or his eyes. It is much like
public speaking. My hardest lesson early on in my sales career
was to pick one person in the audience and address my presentation
to them. It made me comfortable and made each person in the audience
feel like I was addressing them alone.
By doing that I was talking to each individual in the room. My
presentation became personal. I learned that the use of "YOU"
was the most important keyword in my vocabulary. The same applies
in setting up your website. So make it personal and direct. That
is the only visitor that is reading your message. You don't have
the same advantage as a face-to-face contact. You have to capture
the visitor with what they see.
Sell you. If you don't have a picture of yourself and a little
background, how is your visitor going to know you? Are you just
another collection of words and information on the Internet? If
she/he can't relate to a real person you will not get their business
or their return.
2. Overdoing your message
Every page on your site should have a point. The pages should
be easy to read and understand as well as giving your visitor
a reason to go on to the next page. The advantage of a Website
is that you have the freedom to make as many pages as you want.
Let your visitor spend their time reading, not scrolling. If you
have several things to present then give an interesting but short
description and link to another page with the details.
If your visitor is interested, she/he will go on and learn more.
If it isn't something of interest to them, why waste their time?
There is no value.
3. Not working toward a conclusion
Your goal is to sell your visitor, either on a product/service
or an idea. Use the adage of KISS or "Keep It Simple Smart".
Stage your presentation so they want to learn more. Overview,
features, benefits, reason to buy or accept and close. These are
the basic principals of selling whether it is to get them to buy
or just accept your point of view.
4. Lack of contact information
Every page should have your business address, phone number, URL
and e-mail address. The easiest way to do this is put your copyright
information and this information at the bottom of every page.
On your main page you should have your e-mail address with your
picture.
5. Poor navigation pointers (page links)
On every page you need a navigation bar. Either top and bottom,
or side and bottom to link your pages. If I want information on
a particular item, I don't want to look High and Low for it. Take
me there. Show me where it is. Put links in your overview. The
easier it is for her/him, the better chance you have of keeping
them, and getting them back. KISS or "Keep It Simple Smart"
6. Unnecessary clutter
Too many words, worthless graphics and banners. Your main page
is the doorway to something special. Don't try to tell your visitor
everything on that page. Make another page, or two, or three to
deliver your message on a feature and benefit.
Graphics are as controversial as anything can be. KISS or "Keep
It Simple Smart". Use graphics that make a point about what
you are saying. Not just because you think they are cute. Nobody
cares!
The only banners that should be on your main page are your logo
and for your Ezine subscription. Someone els's banner will only
let them steal your visitor. Make a banner exchange page. List
it in your navigation bar. This is YOUR store front. Would Wal-Mart
put an ad for K-Mart in their window?
If you are selling affiliate pages then make an affiliate page
or several. List the high points of the product/service, then
make a pre-sell page with your personal endorsement and link from
that.
7. No Ezine, Electronic magaZINE (newsletter)
If you don't have an Ezine or Newsletter you are missing the best
tool to stay in touch with folks that have visited your site.This
is an opportunity for you to stay in contact and give them a reason
to come back to your site.
You can also build a good secondary profit stream from selling
ads. Make sure you give your readers good content and helpful
information. This will keep them reading your issues. Also you
can keep them informed of new additions to your site or promote
something special.
So remember. KISS or "Keep It Simple Smart". You only
have one chance to make a First Impression.
Happy Marketing, Mike Smith, esm
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Michael Smith is owner of CM/YMTC - Your Marketing Team Center
http://coyote-art.com
and author of the Free Co-Brandable "Easy Guide" series,
which will give you all the basic information and resources you
need to create and market your own successful Ebusiness. http://makemoneyhowto.com/freeebks.htm
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